#74: How to book more meetings by reaching out to your website visitors

+actual memo + messaging I sent my team

Hi Friends,

Tracking people on your website is a great way to book meetings with prospects that may have high intent.

However, not all website visitors are equal.

Here’s the playbook I wrote internally for my team that breaks down how we are approaching reaching out to people that are on our website.

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Summary

With the recent launch of Common Room’s website visitor tracking functionality, we are going to begin taking advantage of this play in our outreach efforts.

In addition to our own website visitor tracking, we are also going to start using another website visitor tracking solution called RB2B.

Why both Common Room and RB2B?

RB2B uses a different method for pinpointing who exactly is on our website, so by using both systems, we will be casting a wider net, which is a win for our team and for our pipeline numbers.

Why is tracking website visitors important?

People that land on a company’s website are usually classified as high-intent leads.

If somebody is on our website, it means that they at the very least know about our Company and Brand. This means that the chances of them replying to our outreach are higher.

3 key things to understand about website visitors

1. Not all website visitors are created equal

Just because somebody is on your website, it does not mean that they are automatically ready to buy.

It’s important to realize that different people are at different stages of their buyer journey.

The buying journey:

-Awareness

-Interest

-Desire

-Action

It’s difficult to know for sure where people are at in their buying journey, but we can make some informed guesses based on what pages they visit on our website.

People that happen to be on our “Pricing” or “Privacy” page are likely further along in the buyer journey and may be more ready for a conversation with sales.

People that have only visited our homepage or “Use Cases” page, are likely in the education phase and still trying to understand what we do.

Why is this important?

The messaging we use should depend on where they are in the buying journey.

2. Most website visitors are not going to be qualified

There are a ton of different reasons somebody may be on our website.

A few examples:

1. They are interested in a job

2. Are curious what all the buzz is about

3. Want to sell to us

This means that we will have to do some quick research up front to make sure we only reach out to relevant accounts and personas. It also means that we should be using Common Room to figure out if there are other signals or reasons for reaching out to them.

3. Speed-to-lead is of CRITICAL importance for website visitors

Ever heard the term, out of sight, out of mind?

There has been a ton of data that shows that it is extremely important to reach out to website visitors ASAP. I recommend monitoring the slack channels we have set up for alerts throughout the day and setting up a 10-15 minutes throughout the day to go through the leads.

How you will identify website visitors

**We have set up three slack channels below which will be pushing alerts every time somebody is on our website (almost instantaneously):

RB2B: #rb2b-website-visits
Common Room: #cr-web-visits
Your Target Account Web visits: #cr-web-visits-{NAME} (We have set up segments for you)**

Actions you as an SDR need to take

1. Monitor your alerts for website visitors that are worth reaching out too

2. Check Salesforce to make sure that the account is not owned by any other SDR

3. If the person is a good fit, immediately connect with them on LinkedIn

4. Research the person & account in Common Room, Sales Navigator etc. to find other potential signals that can tie the value of CR to their business needs

5. Drop them into the ***** website visitor sequence ******

6. Customize your message based on research + other signals
   

Actual Sequence Messaging: